Hi, I’m Liz 👋🏻
UX strategist and leader focused on the craft of complex experiences.
With 12+ years of experience, my approach centers on deep user understanding to design web, product and brand experiences that drive business results. I bridge the gap between big brand ideas and the practical logic that makes an experience work. I currently lead a strategy team at Instrument.
Featured case study
This case study shows how I helped transform The Weather Channel’s digital experience from a fragmented one into one with a clear brand story and intuitive journeys that increased user adoption. My role was the strategic driver, using Figma artifacts and insights from user research to align competing priorities from marketing, engineering, and monetization teams. This process served as the 'Source of Truth' that bridged the gap between brand storytelling and technical product logic.
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I’ve collaborated with companies across a variety of industries, from B2B to B2C, from startup to enterprise.
My process involves deep discovery and a test-and-learn approach. I believe the best way to benefit a business is to advocate for its users.
Learning and development
Advanced Figma with Designlab. May–June 2025
Product and UX Training with NN/g on building partnerships for better outcomes. August 2022
Leadership Training with Hone on management, trust building, giving helpful feedback. September 2021–present
About me
I’m a UX strategist and leader, spending the last decade architecting digital experiences for brands like Microsoft, Airbnb, and Dropbox. With a background in design, I am a maker at heart and find joy being in the details.
I believe the best strategy isn’t always found in a 50-slide deck, but in a well-mapped user flow. I specialize in taking messy, complex business puzzles and turning them into concrete, people-centered experiences. Whether I’m conducting user research, helping bridge the gap between brand and engineering teams, or refining a prototype, I’m driven by a make-and-test approach: move fast, get ideas in front of users often, and keep it simple.
When I’m not dreaming up user flows in Figjam, you can find me at the playground with my kids, working on a crossword puzzle, or researching new recipes.
What others have to say
“I feel I do my best work when Liz is on the team. She fosters such a collaborative environment when it comes to strategy work. I feel comfortable asking questions and pitching creative ideas knowing she will be open to riffing and working them out with me.”
“Liz is exceptional in strategic planning, offers mentorship, and is a strong business partner. Her innovative approach elevates projects, and her commitment to guiding growing strategists is something I learn from every day.”
“Liz is the fastest to bring an insane amount value to the team, and she is able to bring a thoughtful, smart, and sharp point of view. Liz makes the work better and makes working better.”
For portfolio or work samples, please reach out.